A Study Shows Users Prefer Emotionally Charged News Over Accurate Reports

Researchers from Georgia State University’s Robinson College of Business, Kennesaw State University, and the University of Tennessee conducted a study examining why people consume misinformation during uncertain times, such as the COVID-19 pandemic.

The study, published in the July issue of Information Systems Frontiers, found that emotions play a key role in how people accept false or misleading information, particularly during crises.

Why People Share News Without Verifying Its Accuracy

In an era where misinformation circulates more rapidly than verified facts, the study finds that many people approach news not by asking, “Is it true?” but by asking, “How does it make me feel?” It helps explain why so many fall for false news, even when they have doubts about its accuracy.

The researchers introduced the “Content Dimensions–Overton Window–Perceived Utility” (COP) model, based on multidimensional utility theory, to explain why social media users choose to read certain news stories, engage with them, or click the “share” button.

Study Methodology and Sample

The model examines three key dimensions of any news content. The first is veracity, which measures the accuracy and truthfulness of the information. The second is emotional appeal, which evaluates the type and intensity of emotions the news evokes. The third is relevance, reflecting how closely the topic relates to the audience’s daily life and experiences.

These dimensions are combined with the concept of the Overton Window, a framework that defines which ideas are considered socially acceptable or reasonable at a given historical moment. False news that falls within this window—or pushes its boundaries slightly without fully crossing into the unacceptable—becomes more believable and more likely to be shared.

The study draws a clear distinction between tabloid journalism—known for its sensational and entertaining style—and false news. While readers generally understand that tabloid stories do not present “solid facts,” false news mimics serious reporting, aiming to convince audiences of inaccurate information while manipulating their emotions.

To test the model, the researchers analyzed more than 10,000 posts on X about COVID-19. They examined which posts received the most likes, which were subject to what they called “downscaling”—receiving more negative responses than likes—and analyzed each post’s tone, credibility, and relevance to the audience’s everyday life.

Users Share News to Fulfill Emotional Needs Regardless of Its Accuracy

The study revealed a striking finding: the emotional tone of a news story—especially negative emotions such as fear, anger, or disgust—was a stronger predictor of its spread than its accuracy. Even when content was less precise, it could earn likes and shares simply by striking an emotional chord with people and resonating with their experiences.

During times of crisis and uncertainty, such as the pandemic, false news, researchers found, functioned more as a form of emotional support than as a source of information.

The study also highlighted a broader concern: sharing false news can shape the boundaries of public discourse. When emotionally charged false stories spread widely, they do more than convince individuals of specific claims—they gradually shift the Overton Window. Ideas once considered “extreme” or “unreasonable” become less shocking and, over time, may even seem “normal.” In other words, it is not just what people believe that matters, but what becomes socially acceptable. This effect has deep political and cultural implications, particularly in highly polarized or fear-driven contexts.

Amrita George, one of the study’s authors, said previous research linked belief in false news to confirmation bias—the tendency to accept information that aligns with one’s worldview. “But our study shows something deeper is happening, especially during crises,” she said. “People consume false news differently from tabloid stories, which are usually read for entertainment and not taken seriously. False news, however, is believed and shared because it feels useful, whether emotionally or informationally.”

The study also found that users were more tolerant of false information when stories provided emotional satisfaction.

Understanding the Factors Behind the Spread of False News

George emphasized the significance of the study, saying it comes at a “critical time,” amid the rapid rise of AI-generated content. Understanding how and why false news spreads has never been more urgent.

She added that the study offers “practical insights.” For instance, monitoring the “like-to-reply ratio” on social media could help platforms identify potentially misleading or inflammatory content.

The authors also suggest that fact-checking processes incorporate an emotional dimension, allowing users to engage with verification results rather than simply receiving facts in a rigid, impersonal format.

The study highlights the importance of media literacy, emphasizing that people should be taught not only how to spot false information but also how to recognize when their emotions are being manipulated.

The researchers cited Finland as an example, a country that has integrated media literacy into school curricula starting at the preschool level. They noted that similar programs could help protect communities from emotionally driven misinformation.

Finally, the study underscores the subtle but profound effect of false news on “shaping the boundaries of public discourse.” When emotionally charged stories gain widespread acceptance, they gradually expand the Overton Window, making ideas once seen as extreme or unbelievable appear normal over time.

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